Singapore wants more visitors from Indonesia

SINGAPORE – Indonesian tourists are getting special attention from the Singapore Tourism Board (STB) in its drive to encourage more of them to make repeat visits here.

SINGAPORE – Indonesian tourists are getting special attention from the Singapore Tourism Board (STB) in its drive to encourage more of them to make repeat visits here.

A new online portal with information on new and upcoming events here and discounts at more than 1,000 Singapore establishments tops its marketing blitz, which includes billboard and newspaper advertisements.

These marketing moves, officially launched in Jakarta two days ago, are based on the insight the board has gained over the years on the needs and behaviour of the Indonesian visitor, Ms Sophia Ng, its marketing group assistant chief executive, said yesterday.

Indonesians have long topped Singapore’s tourist list, with most of them being repeat visitors.

The drive is helmed by the board’s Indonesian regional office, and is part of its effort to customise campaigns for individual countries.

The approach was first taken last December, with China as the target. Next came Australia, followed by India.

In Indonesia, the new website YourSingapore Live has information such as concerts, restaurant openings and exhibitions, as well as flight options between the two countries.

The discounts and rewards at more than 1,000 Singapore establishments are offered by Standard Chartered Bank to its cardholders in Indonesia.

And in the past two weeks, a pair of panda mascots – to drum up interest in the new giant panda exhibit that opens at Singapore’s River Safari next Thursday – greeted people at the popular Central Park Mall in Jakarta.

STB research shows most Indonesian tourists arrive as independent travellers who are familiar with the island.

Also, they continually search for more information on new and upcoming events in Singapore.

Indonesian Cesar Listiawan is one such typical visitor. The 27-year-old told The Straits Times that new attractions brought him back here a second time.

“I came here to visit Universal Studios (at Resorts World Sentosa) and new shopping centres like Ion,” said the salesman, who is on a four-day trip with his family. “I heard there were many new things to see.

“I would come back again if there were even more new attractions,” he added.

Last year, 2.59 million Indonesians visited Singapore and about 80 per cent were repeat visitors.

This year, there were 1.3 million of them in the first six months, a 12 per cent rise against the same time period last year.

Indonesians are also spending more. They spent $2.85 billion last year, up from $2.6 billion in 2010.

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Linda Hohnholz

Editor in chief for eTurboNews based in the eTN HQ.

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